03.09.2021 – In Digital Newsroom

Sep 3, 2021

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At a Glance...

Another busy week for paid marketers – Google announces the decline on ETAs, Twitter introduces ‘super followers’, TikTok launches creator marketplace APIs and more. Check out our latest update and stay tuned for next week!

This week we hear from Rebecca Heller, who’ll be taking us through all the latest in the world of digital marketing. There’s been plenty of releases and changes from all the big platforms, so do check out our newsroom update below:


More product updates from Google

Google announces decline of ETAs

From 30 June 2022, responsive search ads (RSAs) will be the only Search ad type that can be created or edited in standard Search campaigns.

After that date, you’ll no longer be able to create or edit expanded text ads (ETAs) but any existing ETAs will continue to serve, and you’ll still see performance reports. Call and Dynamic Search Ads remain unaffected.​

Google say that advertisers that switch from ETAs to RSAs, using the same assets, see on average +7% conversions at a similar cost per conversion.​

Many advertisers do use RSAs well, but they also like having the control and capabilities that ETAs offer. ​

This change sees advertisers move further away from direct control over their accounts – it’s not a universally popular move.

Google introduces new annotations in the US

“Next day delivery” searches have grown globally by over 70% YoY.​

In response to this, Google have announced new shipping and return annotations in Google Search and Shopping results–across free and paid listings.​

Shoppers can now see when their orders will arrive with shipping annotations like “Free delivery by Fri, Dec 24”, “Get it by Dec 24” and Fast & Free badging for products that ship for free in 5 business days or less. ​

Merchants who highlight 1- to 3-day shipping in their free listings on the Shopping tab see an 11% increase in average CTR.


Twitter goes $uper

Introducing Twitter’s $uper Follows

Super Follows is a new way for people to earn monthly revenue by sharing subscriber-only content with their followers on Twitter. 

People can create an extra level of conversation on Twitter (sharing bonus Tweets and more) to interact with their most engaged followers – all while earning money. 

Twitter has officially launched with selected creators in the US, through iOS. Global roll out on iOS to follow, with Android and Twitter.com later again. 

The details

  • People can set a monthly subscription of $2.99, $4.99 or $9.99 a month to monetize bonus, “behind-the-scenes” content for their most engaged followers. 
  • Creators claim up to 97% of any payments received through the option, after in-app fees, up to $50k in total earnings. 
  • After that threshold, the creator cut drops to 80%, with Twitter taking a larger percentage.

And a bit more from Instagram, Reddit & Tiktok

Instagram outlines how its search algorithms work

Instagram uses a combination signals to rank your search results. In order of importance, they are

  • Your search query
  • Accounts you follow, posts viewed, and your previous interactions. 
  • Popularity signals of search results –no. of clicks, likes, shares, account follows, hashtag or place.

Instagram recommends the following to maximise discovery potential:

  • Use a fitting handle/ profile name
  • Include relevant keywords and locations in your bio
  • Use relevant keywords and hashtags in captions

Reddit Adds New Option to Place Promotions Within Post Reply Threads

Reddit continues to build on its marketing opportunities for brands, with the launch of a new ‘Conversation Placement’ ad option​

​This will enable brands to promote their products within its highly engaged post comment threads.​

​When using both Conversation placement and Feed, Beta test partners saw:​

  • a 9% average increase (CTR)​
  • 10% higher CVR​
  • 23% lower CPC
TikTok Launches Creator Marketplace API

TikTok is making its Creator Marketplace API available to outside developers, enabling a range of third-party companies to integrate TikTok’s creator listings into their platforms.

It will allow partnered marketing companies to access TikTok’s first-party data about audience demographics, growth trends, best-performing videos, and real-time campaign reporting. 

This is part of a strategy to provide creator compensation, comparable to Youtube and Facebook.

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